Paul Laughlin, managing director of Laughlin Consultancy, was keynote speaker, presenting at Redenex’s Multichannel Sales & Marketing Strategy business tour(#MSMS2015) on 1 July. Aimed at European retailers, the event was attended by prominent Russian retailers keen to learn more about using Customer Insight to generate greater value in their businesses.

Paul shared his experience on the topics of both how to adopt Holistic Customer Insight best practice and Marketing Effectiveness Measurement for budget setting (those links will take you to downloadable versions of those presentations available on SlideShare).

Those presentations helped spark a useful Q&A time to draw out issues for delegates businesses and discuss how to apply Customer Insight to those business models. Paul has shared more reflections on the key issues raised at that event on CustomerInsightLeader blog.